The Financial Performance Evaluation And Enlightenment Of Li Ning Company's Rebranding

This paper focuses on the case study of Li Ning's short-term market performance and mid-to-long-term financial performance from 2010 to 2018.This paper first summarizes the relevant literature and theories.Then the background,content and situation of the brand remodeling of the case are introduced.Then combined with Li Ning's financial data,the event research method and DEA model and the DEA-Malmquist index method were used to analyze the market performance and financial performance of the case,and the gray forecast method was used to analyze Li Ning's main business income from 2019 to 2021.Then,based on the empirical results,analyze the problems in the early stage of Li Ning's rebranding and the effect of the strategic adjustment in the later period.Then summarize the overall impact of Li Ning's rebranding on its development and forecast future operating income.Finally,case inspiration and suggestions are given.Through the research of this paper,the following conclusions,suggestions and inspirations are drawn:The conclusion is that Li Ning's brand remodeling has no impact on its stock price in the short term,but because of the lower cost-effectiveness of its initial product rebranding,the original sales channel problems are exposed,and senior management turbulence,As a result,the company suffered losses for three consecutive years from 2012 to 2014.As Li Ning focused on product development,improved sales channels,and Li Ning regained control of the company,he company's financial performance from 2015 to 2018 has turned a profit and steadily increased,and the company's main business income from 2019-2021 has also steadily increased.Overall,Li Ning's rebranding has played a positive role in its development;suggestions for Li Ning's future development are to continue to focus on product development,shape its own unique brand image,make full use of the advantages of the Internet,and spend more targeted Promotional expenses;the revelation to the industry is that rebranding is a longterm and planned process.Sporting goods companies should,through their own brand positioning and innovating their own brand sportswear,design sportswear that is consistent with the company's philosophy.Before companies reach a considerable level of influence and have a sufficiently large company size,they should focus on improving their core products.